Executives say the newest part of the ExtraCare program gives cardholders more ways to earn bigger, more frequent rewards when “filling prescriptions or making healthy decisions.”

It also provides another choice for ExtraCare members, giving them the ability to opt in to parts of the program that are most relevant to their needs.

“Pharmacy is the heart of our business, and we know how important it is to help our customers manage multiple prescriptions and adhere to their medication therapy,” senior vice president and chief marketing officer Rob Price says. “This new program expands the ExtraCare rewards customers love, encouraging our customers to more proactively manage their overall health.”

That feature of the program, however, does not apply in Arkansas, New Jersey or New York, and it is not valid on prescriptions for controlled substances in Hawaii or Louisiana or on any prescriptions transferred to a CVS/pharmacy in Alabama, Mississippi or Oregon.

Each ExtraCare cardholder who joins the new program — customers must opt in — can earn up to $50 worth of Pharmacy & Health ExtraBucks Rewards annually. These rewards can be used like other ExtraBucks Rewards on most items in the store.

Price says the design of the new program is intended to provide positive reinforcement to customers for refilling their prescriptions, encouraging them to stay adherent to their medications.

The expansion of the Pharmacy Advisor program also aims to improve medication adherence.

“Pharmacy Advisor not only improves quality of care for individuals with chronic conditions by providing an additional layer of support, it also addresses the important systemic challenges of health care costs related to medication nonadherence,” comments Jon Roberts, president of CVS Caremark’s pharmacy benefits management business.